Lincoln, NE, August 18, 2023 - Hudl, a global leader in sports technology, doubles down on its commitment to not only be the best place to work in sports tech, but the best place for parents and caregivers to work with the opening of Primrose School at Hudl.

“As a company our mission is to give every athlete the shot they deserve, and we aim to do the same for every employee by designing benefits programs that support our evolving workforce and allow them to have a meaningful harmony between growing their career and caring for their family. Today marks a giant step toward tackling our goal of being the best place for parents and caregivers to work in sports tech,” said David Graff, Hudl CEO. 

With an ever-changing and competitive employee talent landscape and evolving employee demographics, Hudl continually reviews and adjusts its benefit offerings. Primrose School at Hudl is the most-recent addition to employee benefits, part of a larger plan to provide meaningful support for Hudl employees throughout all life stages. “It’s hard enough being a first-time parent, but as a working parent, Hudl makes it easier on me and my family. I appreciate that I can take advantage of this benefit and better balance growing in my profession without sacrificing being a great mom,” shared Hudl employee and Primrose parent Marilyn John. 

Located on the ground floor of Hudl’s headquarters in Lincoln, Neb., Primrose School at Hudl serves Hudl’s evolving workforce of parents and caregivers featuring 7,000 square feet of indoor learning and purposeful play space, an outdoor area and multiple age-specific classrooms to serve infants through pre-K. “With the opening of this new onsite offering of early education and care, Hudl becomes a leader in the private sector for supporting the wellbeing of its employees and our young families here in Lincoln,” said Lincoln Mayor Leirion Gaylor Baird.

Hudson Munger (2) high fives Percy the Rooster at the opening of Primrose School at Hudl in Lincoln’s Haymarket.

More than a year in the making, Primrose School at Hudl is a unique partnership between Hudl and Primrose Schools franchise owners Betsy Tonniges and Jesse Bergman. A private company directly offering on-site early childhood education to its employees is a first of its kind partnership in downtown Lincoln. “Hudl is a world-class organization and their partnership with Primrose is a world-class demonstration of how they think about taking care of their teammates here at Hudl,” said U.S. Senator Pete Ricketts. 

“The partnership is offering more than child care. Primrose at Hudl offers high-quality early childhood education supporting not only our current workforce but laying the foundation for our future workforce,” said First Five Nebraska Deputy Director Elizabeth Everett. First Five Nebraska and Primrose School at Hudl are also partnering on a study examining how this program will impact recruitment of employees to both Hudl and the Lincoln community. 

“This is an important partnership and demonstration of how we can all grow together with projects like this. I hope this becomes a model that we see in Lincoln in different iterations in the future,” said Lincoln Chamber of Commerce President Jason Ball. 

As part of the project, Hudl partnered with Chief Construction, Children’s Design Group, Olsson and Clean Slate Food Co.

Primrose School at Hudl is officially open. Hudl and Primrose School staff along with city and state officials cut the ribbon outside of Primrose School at Hudl located in the Haymarket at Hudl’s global headquarters. From left to right: Mark Ketcham, Marilyn John, Jesse Bergman, David and Atlas Graff, Betsy Tonniges, U.S. Senator Pete Ricketts, Mayor Leirion Gaylor Baird, Elizabeth Everett, Jason Ball

About Primrose Schools

Primrose Schools is the leader in providing premier early education and care to children and families in the United States. Founded in 1982, there are nearly 500 Primrose schools in 33 states and Washington D.C. today. Each school is independently owned and operated by Franchise Owners who partner with parents to help children build the right foundation for future learning and life. Primrose believes who children become is as important as what they know. The Primrose-exclusive Balanced Learning® approach is created from the best early education wisdom and balances purposeful play with nurturing guidance from teachers to encourage curiosity, creativity, confidence and compassion. For more information, visit, connect with us on Facebook and Twitter, explore our blog, sign up for our Pointers for Parents emails and find a Primrose school near you.

About Hudl

As a global leader in performance analysis technology, Hudl helps more than 200K sports teams—from grassroots to the pros—prepare for and stay ahead of the competition. A complete suite of video and data products ensures coaches have the insights they need and athletes get the shot they deserve. 6M users across 40+ sports use Hudl's best-in-class software, hardware and services, including online coaching tools, mobile and desktop apps, smart cameras, analytics, professional consultation and more. Learn more at

Press Contact

Tyler Thomas 
Senior Director of Content + PR